The role of online guest review sites in the hospitality industry : evidences from managers' perspectives

Abstract EN

Consumers now rely heavily on online reviews as part of their decision-making process and as a primary source of information.

The advancement of online review sites on the Internet has significantly changed the hospitality industry landscape.

Hotel customers are increasingly turning to online review sites as a means of providing feedback on their stay.

In this study we attempt to investigate the perceptions of the hotels' managers in a sample of Four and Five-star hotels in Greater Cairo towards guest review sites through, identifying to what extent the investigated hotels involved in the online guest review communities, and exploring the advantages and disadvantages of these sites to their properties.

To do this, a questionnaire was distributed to a sample of managers in charge of managing and handling guest reviews in the hotels under investigation.

A total of 32 managers participated in the field study were selected conveniently.

The study's findings show that the respondents believe that guest review sites play a significant role in the hospitality industry.

Guest reviews and responding to them on time have always been a vital part of the hotel industry.

Overall, the investigated respondents confirmed that they review and respond to guest reviews on a regular base which reflect their responsiveness to online guest reviews.

Fake negative review is the main challenge that faces them.

Upon the study findings, implications for hotel managers have been suggested.